London-based fashion imprint PICANTE introduces its latest collection full of streetwear staples for the season. This time around, the brand spotlights one of their favorite food spots known as Berekjak, It serves up Persian food, which also nods to Saam Zonoozi's heritage.
The designs are made up of bright colors that are detailing the apparel, representing the vibrant flavors. The fashion imprint aims to capture Iranian cuisine and showcase it through silhouettes such as heavyweight sweaters and hoodies that are adorned in hues of yellow, green, and pink. It also features a unique font that is made to reference the restaurant's brand language and its Persian traditions. The rest of the range includes long-sleeved tops and graphic tees.
Image Credit: Annie Reid
What's Driving This Trend
- Food-inspired Fashion
- Opportunity for more fashion brands to create clothing inspired by different cuisines and cultures, using colors and design elements as references.
- Heritage-inspired Design
- Opportunity for more fashion brands to create designs that highlight a designer's or brand's cultural heritage, allowing for personal storytelling and unique perspectives.
- Branded Fashion Collaborations
- Opportunity for more brand collaborations between restaurants/food spots and fashion brands that showcase cross-promotion and a shared aesthetic.
Who This Affects Most
- Fashion
- Fashion brands can look at incorporating different elements of food and cuisine presented in PICANTE's collection, representing different cultures, and creating new clothing designs that appeal to different demographics.
- Food
- Food industry leaders can look for fashion-gastronomy collaborations to create merchandise consistent with their restaurant offerings, which can appeal to both fashion and food lovers.
- Hospitality
- Opportunity for hospitality brands like hotels and restaurants to look for collaborations with fashion brands that showcase 'cultural storytelling' to create an immersive experience around food, fashion, and culture.
